EOS Lip Balms demonstrates the power of TikTok parlance in its newest campaign, “Bless Your F*ing Cooch”.
When asked about how she deals with razor bumps when shaving, 17-year-old TikTok user Carly Joy unabashedly explained how she gets a smooth and pain-free “hoo-ha” using EOS’s shaving cream. The response soon went viral and EOS’s site visits skyrocketed. It became the number one shave brand in Target and sold out across the country. Now, the company is directly crediting Joy for the sales surge with a new, limited-edition line of custom shaving creams. Indeed, if it weren’t for Joy’s contagious candor, EOS would never have come across its new campaign concept and NSFW title, “Bless Your F*ing Cooch”. In addition to honoring Joy’s way with words, the limited-edition line of shaving creams come in a variety of scents and have been clinically tested to ensure gynecological safety. Though it’s only gifting the new products to EOS fans who directly message it on TikTok, EOS was sure to duet Joy in a video that credits her for the campaign and sent her a gift pack of her own, of course.
The campaign reflects a wild, new time for marketing as consumer preferences become increasingly evolved to prefer raw, unfiltered, and authentic opinions over cookie-cutter campaigns and splashy packaging. It also brings to light two of the most distinct features that TikTok has to offer: video responses and duetting. When a viewer asks a question on a video, the creator can respond with a video. This is important as it fosters a very direct and fuss-free way of engagement. For marketers, this translates to understanding exactly what the consumer wants. The duet feature allows users to “duet” an existing video with a video of their own in a side-by-side format that gives credit where it’s due while also working off the momentum of an already-viral video, as EOS did. By rewarding the social-media-savvy and honesty of real customers with a line of their own, EOS invites more users to unveil their own beauty secrets and hidden gem products on TikTok, which is quickly gaining a reputation as the most personal and unfiltered platform around. The move is also timely as it loops in the importance of crediting creators, a topic that has gained national buzz ever since Addison Rae’s TikTok dance controversy on the Jimmy Fallon show last month.
During the pandemic, leading brands in Gartner’s Digital IQ Index: Personal Care leaned on catering to the at-home lifestyles many consumers had taken up. Now, as summer approaches and people still don’t feel fully comfortable visitng salons, EOS and Joy’s viral shaving cream moment could not come at a better time. For brands hoping to make the cut with modern consumers, tapping into the treasure trove of authenticity on TikTok could be the smoothest move now and beyond the pandemic.